Bill Seeks to Require Labeling of AI-Generated Content

Recently, a bill was submitted to Congress to propose creating a mandatory identification and labeling regime for digital content generated, modified, or synthesized through artificial intelligence. The initiative aims to increase transparency regarding the use of these technologies, protect individuals' identity and image rights, and mitigate risks associated with the dissemination of synthetic content.

If passed, the law would require any AI-generated or AI-modified content made available to the public to include a visible label that indicates so. This obligation would apply to companies, digital platforms, social media networks, streaming services, media outlets, and content producers operating in Argentina or targeting Argentine audiences. The proposal also prohibits removing or concealing the labels once they have been incorporated.

The bill also regulates the use of the so-called “digital likeness,” which involves using AI to recreate a person's voice, face, or other identifying features. If passed, it would require prior, express, and informed consent to use such elements and would recognize specific rights regarding their exploitation, even after the person dies, since the rights would extend to the person’s heirs.

In addition, the bill introduces special protections for individuals engaged in artistic, creative, or performance-related activities within the cultural industry against the use of digital replicas of their image or voice. It also sets principles for deploying AI in the workplace, such as mandatory human oversight, and the storage within Argentina of data generated through work-related activities.

Finally, the bill establishes restrictions on the use of synthetic content in electoral contexts; provides for the creation of a registry under which persons or entities that regularly generate, distribute, or commercialize AI-generated content must register as a condition for lawful operation; and sets forth a sanctions regime for non-compliance.